Air cooling may decrease rolling efficiency in controlled rolling for needing long holding time to obtain the correct rolling temperature because of small cooling rate. The intermediate cooling can increate the cooling rate, and improve rolling efficiency. Experiment was carried out to research the effect of intermediate cooling on rolling efficiency. The influence of different cooling mode on the temperature distribution and the temperature profile characteristics of different cooling strategy are analyzed with FEM. It shows that intermediate cooling can decrease the holding time effectively, and improve rolling efficiency; the temperature homogeneity in thickness direction can be improved by opening the header one after another and cooling the plate by oscillating cooling.